There is no B2B or B2C: It’s Human to Human #H2H

$4.99

Buy Now

By Bryan Kramer

CEO PureMatter, Author, Speaker

Share this book:

Click to enlarge

Overview

As marketers, we've been trained to speak "business to business" (B2B) or "business to consumer (B2C). But instead of this creating a simple framework for dialogue between humans, it set forth an unnatural language for marketers, using words like "synergy" and "speeds and feeds" to tell the stories of products and services to their buyers and partners. The fact is that businesses do not have emotion. Products do not have emotion. Humans do. Humans want to feel something. And humans make mistakes.

In Human to Human #H2H, Bryan explores the many facets of why and how communication today needs to be adjusted to keep up with our ever-evolving and fast moving social and digital world. Through anecdotes from his own experiences as president of a Silicon Valley marketing firm, he both inspires new ways of finding commonality in our humanity, but also practical tools to think like a human marketer again.

Specifically, you'll learn:

The Four Rules of Social Context

How Human Sensory Building will make you a better Marketer

The Secrets to Making Ideas Crowd Worthy, with real world examples

How to be "Delightfully Disruptive"

Insights into building a Social Business

What it means to have a "Focker Moment" and why they should be celebrated

Embedded are short intimate video conversations with some of today's most forward-thinking humans; Jonathan Becher, CMO at SAP, Charlene Li, author and co-founder of The Altimeter Group, and Kare´Anderson, Emmy Award-winning journalist and founder of the Say It Better Center. If you're looking to bring back the human side of communication, in all its imperfection, empathy, and simplicity, Human to Human #H2H is for you.

Charlene Li

Human To Human: H2H

Copyright
There is No B2B or B2C: It's Human to Human: #H2H
Forward
Chapter 1: The Unnatural Language of Business
Chapter 2: How to Speak Human: Tapping into our Needs and Senses
Chapter 3: Humans Just Want to be Heard
Chapter 4: The Human Need to be Disruptive
Chapter 5: Where Do Marketers Go From Here?
Chapter 6: Being Human Marketers
About Bryan Kramer
Resources

The Unnatural Language of Business

Consumers are confused. With a whopping 93% of communication based on nonverbal body language, that leaves just 7% left to explain verbally what we really mean.

So why can’t we make it simple for people to understand what we’re selling, so they can more easily share their experiences and the value they felt with others? More importantly, why is it that what we’re marketing most often does not align to actual consumer experiences?

I don’t care what language you speak, who your brand is or what message you’re trying to send, we all need to speak more human. Too often we complicate what we’re trying to say. Ironically, as our world becomes more customer-owned and socially enabled, we continue to see complicated, redundant, over-technical, and over-thought mass messages getting pushed out – and lost – in the ether. Is it really getting harder to stand out, with so much data and information out there… or is the answer just to clearly say what you mean, in understandable human words?

The fact is that the lines are so far blurred now between the “B2C” (Business to Consumer) and “B2B” (Business to Business) marketing segments that it’s hard to differentiate between the two anymore. Why do business marketers think they need to speak differently to their audience? I can’t tell you how many meetings I’ve been in where acronyms are used so often that my brain ends up spending so much time trying to decipher what they mean instead of focusing on the actual thoughts trying to be conveyed. Acronyms have their place, but not when they replace communicating information to someone else who might not understand your world full of capital letters. We all need to think like the consumers“we are, putting ourselves in the mindset of the buyer instead of trying to speak such an intensely sophisticated language full of acronyms and big words, in order to sound smarter.

The same is true for social. We have new acronyms like LOL. OMG. TY. BRB. New words like Selfie, Hashtag, Wiki and Tag. These terms have their own new “assigned” meaning, and have helped us gain a new way of conversing with each other. In quick statements, letters, sometimes pictures and memes, we’re learning to speak a new language. Full proper sentences are becoming a thing of the past when it comes to short engagement, like on Twitter and text, because technology demands a way for us to communicate in a new way. Is it really making us more efficient? Or maybe it’s evidence of our need as humans to continually evolve? It could be that each “network” has it’s own nuance of sharing – whether a social network, or the human network – colliding worlds in our short and long-form conversations and requiring us to relearn how to share with each other in a greater context than ever before.

ABOUT THE AUTHOR

Bryan is a Social Business Strategist and CEO of PureMatter where he’s led his agency to consistent growth over the last 10 years earning a spot as one of Silicon Valley’s fastest growing private companies by the Silicon Valley Business Journal.
Bryan has been listed as the 39th most talked about person on Twitter by global senior marketers in a study via LeadTail, #26 by Kred as a Global Top...

Bryan is a Social Business Strategist and CEO of PureMatter where he’s led his agency to consistent growth over the last 10 years earning a spot as one of Silicon Valley’s fastest growing private companies by the Silicon Valley Business Journal.
Bryan has been listed as the 39th most talked about person on Twitter by global senior marketers in a study via LeadTail, #26 by Kred as a Global Top CEO Influencer on Social Media and as one of The Top 50 Social Global CEOs on Twitter by the Huffington Post. He was also identified as a Top 25 Influencer to follow on Forbes.com. PureMatter was also listed as one the Top 50 Twitter accounts to follow by American Express Open.
Being a veracious consumer of knowledge, understanding social media and how it works both as a communication channel and shaper of popular culture has his full attention. With over 150k+ social followers, Bryan has quickly become one of the country’s leading authorities on social and digital, speaking all over the country and internationally on a variety of topics. As an active blogger and author, Bryan has built a community of over 20k+ readers to his syndicated network each month. Bryan also hosts “From the Author’s Point of View” author podcast series, as well as #Substance, PureMatter’s Luminary Video Series. He is a featured contributor on SocialMediaToday.com, Business2Community and the IBM Smarter Commerce blog.

$4.99

Buy Now

ABOUT THE AUTHOR

Bryan is a Social Business Strategist and CEO of PureMatter where he’s led his agency to consistent growth over the last 10 years earning a spot as one of Silicon Valley’s fastest growing private companies by the Silicon Valley Business Journal.
Bryan has been listed as the 39th most talked about person on Twitter by global senior marketers in a study via LeadTail, #26 by Kred as a Global Top...

Bryan is a Social Business Strategist and CEO of PureMatter where he’s led his agency to consistent growth over the last 10 years earning a spot as one of Silicon Valley’s fastest growing private companies by the Silicon Valley Business Journal.
Bryan has been listed as the 39th most talked about person on Twitter by global senior marketers in a study via LeadTail, #26 by Kred as a Global Top CEO Influencer on Social Media and as one of The Top 50 Social Global CEOs on Twitter by the Huffington Post. He was also identified as a Top 25 Influencer to follow on Forbes.com. PureMatter was also listed as one the Top 50 Twitter accounts to follow by American Express Open.
Being a veracious consumer of knowledge, understanding social media and how it works both as a communication channel and shaper of popular culture has his full attention. With over 150k+ social followers, Bryan has quickly become one of the country’s leading authorities on social and digital, speaking all over the country and internationally on a variety of topics. As an active blogger and author, Bryan has built a community of over 20k+ readers to his syndicated network each month. Bryan also hosts “From the Author’s Point of View” author podcast series, as well as #Substance, PureMatter’s Luminary Video Series. He is a featured contributor on SocialMediaToday.com, Business2Community and the IBM Smarter Commerce blog.